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Loblaw opens exclusive benefits to all loyalty members

Loblaw Cos. has expanded an invitation-only launch of fee-based, exclusive benefits to the 16 million members of its PC Optimum customer loyalty program.

PC Insiders, which made its debut in November 2017, is now open to all PC Optimum participants, Brampton, Ontario-based Loblaw said. The digital program initially was offered to select PC Optimum members who held PC Financial Mastercards.

For a $99 annual or $9.99 monthly fee, the subscribers received members-only rewards on leading Canadian brands and family staples plus a range of other benefits, such as free pickup and delivery at most Loblaw e-commerce sites, when paying with their PC Financial Mastercard.

"What started as a small test quickly ballooned, drawing more subscribers than we imagined and a long waiting list. Today that wait is over, with an open invitation to customers nationwide," Loblaw Cos. President Sarah Davis said in a statement. "We've packaged up the powerful combination of Canada's favorite products and its most complete e-commerce network for families who want exceptional value and convenience."

Now under PC Insiders, PC Optimum members signing up for the $99 annual subscription get free PC Express online grocery pickup — which Loblaw said is worth up to $260 a year for a weekly shopper — and free shipping from ShoppersDrugMart.ca and JoeFresh.com, which are worth up to $92 annually for a monthly shopper. They also receive an extra 20% back in PC Optimum points on all purchases of PC Organics and PC Black Label Collection food and groceries, Joe Fresh fashion products (including from JoeFresh.com) and luxury beauty items purchased online at ShoppersDrugMart.ca.

Other benefits for PC Insiders include a surprise, home-delivered box of Loblaw’s President's Choice items, an additional 20% back in PC Optimum points on all brands of baby diapers and formula and an annual $99 credit for eligible PC travel services bookings.

The benefits can be used across Loblaw's roster of brands, nearly 2,500 food and drugstores, and national e-commerce network, including more than 600 PC Express pickup sites. The surprise box and travel credit are offered only with the annual subscription.

Loblaw noted that, over the past year, the initial PC Insiders enrollees on average received benefits exceeding twice the value of their subscription costs, and some earned benefits “many times the price.”

The company said it leveraged feedback from the first members to evolve PC Insiders offers and tailor the rewards. For example, the program originally offered 20 times the PC points on purchases at Shoppers Drug Mart’s beautyBOUTIQUE.com.

"This launch is a big opportunity for our most loyal customers, as the more they use the subscription the more they will save and earn," Davis added. "PC Optimum loyalty points are already in the wallet of 16 million Canadians, and this is a new opportunity for members who want to take their loyalty benefits to the next level."

Overall, Loblaw's retail network encompasses more than 1,050 supermarkets under more than a dozen banners, including 500 in-store pharmacies, and almost 1,400 Shoppers Drug Mart and Pharmaprix drug stores.